markettiers, with their video partners at Through The I, were tasked with maximising broadcast coverage for Virgin Atlantic on their announcement of a $4.4 billion order for 12 new Airbus aircraft. The challenge was that this would be announced at Farnborough Airshow where multiple airlines and manufacturers would be competing to create coverage for their own stories leading to intense competition for news and business broadcast coverage. In addition we were not allowed to release any information about the deal in advance.
We briefed our trusted senior broadcast contacts well in advance of the show and guaranteed to deliver them a significant business story along with all of the broadcast collateral they would need to get it on air as soon as the deal was announced: live satellite video feed of the plane’s arrival carrying Richard Branson, live TV interviews with the CEO and B-Roll and edited news video. We also provided a press photographer and immediate distribution to picture desks.
By guaranteeing senior contacts that we would deliver not only a strong business story but all of the collateral they would need to cover it, we were able to secure slots in major TV through the trust built up with our media team over many years. Against a very heavy post-Brexit political news agenda we were able to secure coverage on CNN , Sky News, Reuters, BBC World TV, CNBC, Bloomberg, ITV , Aol, Yahoo, MSN & The Telegraph